MAY 2025

ATLAS extends its partnership with BVB 

UNTIL 2030

On Saturday, Hans-Joachim Watzke, Chairman of the BVB Management Board, Carsten Cramer, Managing Director Sales & Marketing and Hendrik Schabsky, fifth-generation CEO at ATLAS, shook hands: Dortmund-based safety shoe manufacturer ATLAS has not only extended its long-standing partnership with BVB until 2030. With immediate effect, it will also continue as a Champion Partnership.

Since its launch in 2016, the cooperation between ATLAS and BVB has developed into an established partnership. Shared values such as authenticity, tradition, loyalty and cohesion have welded ATLAS and its home club closely together. Football fans are therefore already familiar with ATLAS from the perimeter advertising at SIGNAL IDUNA PARK, the digital advertising measures and the iconic ‘Malocher 09’ safety shoe in BVB design.

From now on, the two Dortmund originals will be working together even more closely. As a Champion Partner, ATLAS is intensifying its visibility in the stadium and increasing its digital reach. A new addition is the display of ATLAS on L-frames during broadcasts of BVB matches on SKY or DAZN in order to increase TV presence and brand awareness. The aim of the partnership remains to sustainably strengthen the brand awareness of the ATLAS brand.

 "We are delighted to be supporting BVB even more intensively in the future. We want to grow together - especially internationally," says ATLAS CEO Hendrik Schabsky. "BVB is also becoming increasingly relevant abroad thanks to its top sporting performances and outstanding brand management. We want to utilise this appeal to make ATLAS even better known, especially in Europe. The partnership will contribute significantly to this goal. Not only with the professional footballers, but also with the BVB women, the handball ladies and the table tennis team."

In order to promote equality in competitive sport, ATLAS has entered into a partnership with the BVB women's football team and the BVB handball team. These also run until 2030. ‘We want to create visibility and promote diversity,’ explains Hendrik Schabsky. "Both by strengthening women's sport and by engaging in diverse disciplines that deserve more attention. This provides new impetus for our brand: ATLAS can increase its reach, tap into new target groups and raise its profile."

Carsten Cramer adds:

"We not only share the same home with ATLAS, but also almost ten years of successful collaboration. Now we are entering the next round together - from now on in several sports and with many exciting ideas. Thank you for the many years of trust. We look forward to everything that is yet to come!"

may 2022

ATLASAND BVB - True love

We will continue to stand side by side – this is what ATLAS and BVB promised each other in 2022 and extended their partnership. Values such as authenticity, cohesion and excellence have always connected these two institutions from Dortmund. „For us, true fan loyalty does not end at the start of the shift,“ explains ATLAS CEO Hendrik Schabsky. „That‘s why we, as a manufacturer of work shoes, are also a perfect fit on the football pitch. Especially since our ‚Malocher 09‘ model is available in the black and yellow BVB design.“

BVB CEO Hans-Joachim Watzke adds: „As a club with close ties to its home region, regional partnerships are particularly important to us. We are therefore pleased that we can continue both our long-standing cooperation as well as the success story to date.“ For ATLAS the partnership means a range of communication options. These include animations on video hoardings, advertisements and editorial integration into the BVB stadium magazine „Echt“, as well as logo displays on partner boards in the stadium walkways and in the VIP areas at all Borussia Dortmund home matches.

may 2020

RENEWAL OF THE PARTNERSHIP

Just in time for the start of the 2019/2020 Bundesliga season, ATLAS extends its commitment with Borussia Dortmund earlier than scheduled. The contract extension until 2022 means that the Dortmund safety shoe manufacturer will remain a premium partner of the team in black and yellow.

ATLAS has been an official partner of BVB since 2016. Right from the start of the partnership it was evident that the attractiveness and reach of Borussia Dortmund are an ideal catalyst for increasing awareness at a national and international level.

During their joint discussions BVB and ATLAS developed a comprehensive and innovative “4-pillar concept” that includes comprehensive activation in the areas of nationality, internationality, digitalisation and sustainability. This means that the partnership will continue to grow in the years to come.

Carsten Cramer, managing director at Borussia Dortmund, says: “We would like to thank ATLAS for the trust they have placed in us - especially in these challenging times. We really appreciate that and look forward to continuing to work together. We will do everything we can to ensure that we can continue this success story."

Hendrik Schabsky, CEO of ATLAS, adds: “More years with BVB. This is a very clear signal for our worldwide customers: We are constantly expanding our level of awareness. In recent years we have developed a strong and important partnership with Borussia Dortmund, achieved coverage and implemented many campaigns. We are therefore certain that BVB will continue to be the right partner for ATLAS and look forward to further cooperation.

The new common goals are about making inroads into markets to an even deeper level and further strengthening our brand internationally."

maY 2017

ATLAS AND BVB CONTINUE PARTNERSHIP

The eight-time German champion Borussia Dortmund and ATLAS, Europe's leading manufacturer of safety shoes, will extend their partnership that has existed since 2016 until 2019 for two more years. This was announced by Hendrik Schabsky, managing partner of ATLAS, and Hans-Joachim Watzke, chairman of the management board of Borussia Dortmund.

“We are very happy to continue our partnership with ATLAS. Both of Dortmund's traditional companies have stood for maximum and continuous motivation for years,” says Hans-Joachim Watzke. “Our presence in the Bundesliga has shown us that we are going in the right direction. Therefore, we would like to expand the partnership together with BVB,” is how Hendrik Schabsky, managing partner of ATLAS, explains the joint partnership. "BVB is one of the most traditional and most successful football clubs in Germany, whose values such as authenticity, profound loyalty and distinctive ambitions are equally valid for ATLAS."

As a BVB partner, the Dortmund safety shoe specialist ATLAS addresses new target groups and can further expand its brand awareness. "Thanks to its extremely high reach with almost 54.9 billion advertising contacts and worldwide TV coverage of more than 3,217 hours per season, Borussia Dortmund is an attractive partner with whom we would like to further expand our level of awareness both nationally and internationally," says Hendrik Schabsky.

The partnership's service package includes a range of individual communication options at all Borussia Dortmund home games. These include animations on video hoardings, advertising and editorial integration into the BVB stadium magazine “Echt” as well as the logo displays on “partner” boards in the stadium walkways and VIP areas. In addition, advertising banners will be placed on the official BVB website.

NOVEMBER 2016

ALTAS and BVB launch partnership

Two Dortmund companies that are sure to show full commitment.

The successful Bundesliga football club Borussia Dortmund and ATLAS, Europe's leading manufacturer of safety shoes, are lining up a partnership for the 2016/17 season with Borussia Dortmund's top match against Bayern München on 19th November.

Hendrik Schabsky, CEO of ATLAS, and Borussia Dortmund's managing director Hans-Joachim Watzke recently signed the partnership agreement at the Dortmund shoe factory. “We have been united by a common path, and not just since today,” says Hendrik Schabsky. "The traditional Dortmund companies have been among the absolute top brands in their respective fields for years." ATLAS opened for business only one year after BVB was founded. The company has been producing safety shoes of the highest quality since 1910, which in the meantime are distributed throughout the European market. At the modern production site in Dortmund over 2.1 million pairs of safety shoes are produced every year.

"I have known and appreciated the company for many years and I am delighted that BVB and ATLAS will be moving forward together."

Hans-Joachim Watzke | Managing Director, Borussia Dortmund

As a BVB partner, the Dortmund safety shoe specialist ATLAS is breaking new ground. Alongside a sense of tradition and close ties to the city, both partners focus on the passion for quality. “It's not only one of Germany's leading football clubs that is expected to demonstrate the highest and continuing levels of motivation. Top performance in terms of innovation and quality are also the norm for our company and our brands,” emphasises Hendrik Schabsky. “And at the end of the day we also need to achieve the best result.” Safety shoes are everyday companions in the work environment, they have to be comfortable and pleasant to wear. Each and every ATLAS safety shoe is a quality product and tailored precisely to suit the customer's requirements. Thanks to selected materials, precise workmanship and maximum reliability ATLAS manufactures products that will continue to inspire you tomorrow.

BVB SAFETY SHOE

MALOCHER 09